Abstract
Previous research emphasises storytelling as the means by which entrepreneurs gain stakeholder support. If new ventures are to survive and grow, they require the backing of a range of stakeholders. Yet the processes of storytelling that appealed to early-stage groups like investors may not attract later-stage audiences. This can pose obstacles to survivability and development. However, it is unclear how entrepreneurs learn about and garner the attention of future groups. To investigate this important phenomenon, we conduct a qualitative study of how entrepreneurs extend processes of storytelling to industry analysts, a key stakeholder group for digital ventures. We develop a model that conceptualises the way industry analysts probe and problematise the storytelling processes entrepreneurs put forward – which encourages their revision. Our key finding is that entrepreneurs struggle to move beyond the initial investor pitch and understand the expectations of industry analyst briefings. Still, they can repair connections with this audience through revising stories. We advance contributions to cultural entrepreneurship research on framing, audience expectations and story replotting.
Highlights
We develop a model of how processes of entrepreneurial storytelling are extended to this new audience
Our analysis suggests that entrepreneurs struggle to move beyond the initial investor pitch and understand what is expected in industry analyst briefings
While entrepreneurs gain from garnering a new audience’s support, this audience group can expose storytelling to greater scrutiny and additional probing, which influences how ventures evolve
Summary
It’s a growing venture in the space and challenging the incumbents. The crucial step is to win coverage from industry analysts. The entrepreneur approaches the industry analyst briefing in the same way as the investor pitch, to ‘sell the vision’ of the venture. The briefing does not go as planned; the analysts seem unconvinced by what they are hearing. The entrepreneur starts with: ‘Hey, how are you? According to an expert who advises entrepreneurs on how to brief industry analysts, it typically ‘takes less than 30 minutes’ for these initial meetings to break down, and this is not a one-off but ‘happens every single time’.1 The entrepreneur starts with: ‘Hey, how are you? I am glad I have the chance to talk to you,’ and quickly goes to: ‘I do not understand why you do not see this.’ According to an expert who advises entrepreneurs on how to brief industry analysts, it typically ‘takes less than 30 minutes’ for these initial meetings to break down, and this is not a one-off but ‘happens every single time’.1
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
